Marketing 260 Buyer Behaviour

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Marketing 260Buyer Behaviour

• Perception,
• Learning Memory

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Write down the first thought that pops into your
head when you see this imagethe FIRST THOUGHT
And now answer the question below this
picture.
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PERCEPTION IS REALITY
hmmmm???
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PERCEPTION IS REALITY

• How we perceive things is a function of our own
  personal realitiesour history, our culture, our
  experiences, how we think and feel, our senses or
  lack thereof.
• What we believe to be real is dependent upon our
  perception of what we know or experienceeach
  person can have a different sense of reality as
  we are all individuals with a different set of
  experiences.
• Marketing tries to stimulate and awaken
  perceptionsto change realities, strengthen
  perceptions, or invoke realities.

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Milk and Cookies

• What can we learn from the Chapter Story about
  Parmalat boxed UHT milk?

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Perception in Marketing

• Dependent upon Human Sensory System
• Sensation immediate response of our sensory
  receptors (ears, eyes, nose, mouth, fingers)
• Perception the process by which sensations are
  selected, organized and interpreted. Thus, we
  are looking at how humans choose which sensations
  to notice and then add meaning to them.

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Sensory Systems - Vision

• Size
• Styling
• Brightness
• Distinctiveness
• Colours

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Sensory Systems - Smell

• Odours and Fragances
• Stir emotions or calming
• most primitive part of the brain (limbic
  system) ??????????
• Cultural significance of smells? (e.g. Gillette)

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Sensory Systems-Sounds

• www.muzak.com
• Music invokes mood
• Rock Roll (anxiety!)
• Spas (ocean, water, nature)
• Stores, elevators, on hold music, produce aisle

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Sensory Systems-Touch

• Stimulate or Relax moods
• Can impact Sales results (e.g. diners touched by
  waitersbigger tips)
• Adds personalizationcan also offend (how, who,
  when all are important)
• Kansei Engineering
• horse and rider as one (e.g. Mazda and the
  young)
• Textures, sizes heights, lengths, and quality
  perceptions

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Sensory Systems-Taste

• People form strong preferences for certain tastes
• www.alpha-mos.com (electronic tongue)
• Awful powerful
• Good pleasing

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Exposure

• degree that people notice stimuli
• Why do they observe or ignore
• Ignore what is not of interest (e.g. the pen)
• Sensory Threshold
• Absolute (minimum)
• Differential (JND distinguishing stimuli)
• Subliminal
• Below threshold of recognition (unconscious)
• Theatres and popcorn

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Attention

• Extent processing of activity is devoted to a
  particular stimulus
• Focus, isolation, sensory deprivation
• Eyeballs vs. dollars??
• Attention Economy
• Selectivity people attend to only a small
  portion of stimuli
• Adaptation
• Degree to notice stimuli over time (e.g. blood
  and gore/shock value)
• INTENSITYlt DURATION lt EXPOSURE (frequency)
  ltRELEVANCE

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Interpretation

• meanings assigned to stimuli
• Schema (set of beliefs)
• Priming (properties of stimulus) e.g. pup vs.
  master snow blower
• Content sensitive (your own reality)

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Organizational Memory Gestalt Psychology (p. 55)

• a belief that meaning comes from the totality of
  a set of stimuli, rather than any individual
  stimulus
• principal of closure (incomplete perceived as
  complete)
• principle of similarity
• figure-ground principle (follow the eye (image
  focus first))

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Interpretation Biases

• Semiotics
• Signs, symbols and their roles in meaning
• Perceptual Positioning
• Function (price) vs. Symbolic (what it says about
  us through our use of it)
• Positioning Strategy
• Your marketing Mix approach (price, attributes,
  product class, occasions, users, quality)

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THANK YOU!
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LEARNING AND MEMORYCHP 3

• Learning
• permanent change in behaviour that is caused by
  experience, either directly or vicariously
• It is an ongoing process based on ongoing
  feedback (ve or ve)

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Behavioral learning theory

• result of responses to external stimuli
• Conditioned stimulus (CS)
• Unconditioned stimulus (UCS)
• Conditioning
• Repetition
• Stimulus Generalization (similar stimuli/similar
  response)
• Stimulus Discrimination (when similar CS not
  followed by UCS)

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Marketing Apps of Conditioning

• Repetition
• Product Associations (conditioningpairing with
  stimulus)
• Generalization family branding, product lines,
  licensing/merchandising, look-alike-packaging/knoc
  k-offs
• Discrimination Instrumental/operant
  conditioning (go positive avoid negative), fixed
  interval, fixed ratio (p. 73-75)

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COGNTIVE LEARNING THEORY

• stresses importance of internal mental
  processes
• Problem solvers vs. reactors
• Conscious or not
• Mindlessness (info processed automatic and
  passively)
• Observational
• Vicarious (not instinctual?)
• ATTENTIONgtRETENTIONgtPRODUCTION PROCESSESgtMOTIVATIO
  NgtOBS LEARNING (see p. 78)

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MEMORY IN LEARNING

• The Memory Process
• External Inputs gt Encoding gt Storage gt Retrieval
• Encoding
• Types of Meaning (sensory/semantic)
• Personal Relevance (episodes)
• Memory Systems
• Sensory
• short term (RAM working)
• long term (elaborative rehearsal
  requiredthink/reflect)

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MEMORY IN LEARNING

• Activation Models of Memory
• Associative Networks (e.g. mind mapping)
• Spreading Activation (energy spreads across nodes
  of abstraction in the mind) allows shifting back
  and forth between levels of meaning (brand vs. ad
  vs. product category vs. evaluation)
• Levels of Knowledge
• NODESgtPROPOSITIONSgtSCHEMA
• Meaning conceptgt Belief (two nodes linked)gt
  Schema (cognitve framework developed through
  experience)
• ElegantgtChanel for elegant womengtintuitiveservice
  scripts

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Measuring Memory for Marketing Stimuli

• Recognition vs. Recall
• Have you seen it before?
• What have you seen?
• Problems with memory measures
• Response biases (instrument or respondent
  influences)
• Memory lapses (omitting, averaging/normalizing,
  telescoping) Can we use to our advantage?
• Memory for facts vs. feelings (does it measure
  advertising ability to arouse emotion?) What
  could we do?

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THANK YOU for your attention